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Sex Role Stereotyping in Television Adverts. Psychologists have studied the effects of sex-role stereotyping in articles from books to television. One of the leading psychologists in this field is Bandura. Bandura believed that people learn by observing those around them, this was called the Social Learning Theory. In his study of violence in television and the effects it would have on the children that observe it, he concluded with a key point in the social learning theory. Bandura found that children and adults acquire attitudes, emotional responses, and their styles of conduct through modelling their behaviour on the scenes they witnessed in the television. This theory can lead to other psychologists, such as Levy, to believe that perhaps the children watching the television can model themselves on the stereotypes portrayed in the adverts during the programme. In levy’s study (1989), he analysed the amount of television watched against how traditional their views were.
Approximate Word count = 604
Approximate Pages = 2.4
(250 words per page double spaced)
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